2923 - Foundations of Brand Management

Course Description

Good brand management drives business growth and company value. This course will help you understand everything about it, from strategy and planning to execution and measurement. Learn the basic concepts and functions from real-world professionals. Take part in lectures, discussions and case studies that bring brand thinking to life. Apply brand management principles, offline and online, to manufacturing, retail and other business channels. Gain a deeper understanding of a brand manager's role by studying how successful organizations “live” their brands.

Learning Outcomes

• Deepen your understanding of the role of brand in revenue growth, including retention and loyalty
• Understand the value of brand and performance measurement to be able to quantify its contribution
• Tangibly be able to identify and articulate an organization’s brand identity and strategy
• Be able to understand and leverage the power of activation and engagement
• Understand how mistakes are made and brand recovery can happen through various efforts
• Explore the future of brand management in the context of innovation, ecosystems and change

This course may be applied towards the SCS Certificate(s) in

• Brand Management : Required
• Marketing : Elective, electives option 1, electives option 2, elective option 3
• Marketing - Advanced : Main Courses